This course provides the student with a comprehensive theoretical and practical foundation of knowledge regarding the forces (such as economic, social, psychological, and cultural factors) that shape the attitudes and behaviors of consumers of products and services.

Learning Objectives and Outcomes:

By the end of this course students will be able to:

1. Demonstrate an understanding of consumer decision‐making process and implications thereof.
2. Distinguish between quantitative, qualitative, and secondary research related to marketing.
3. Obtain and evaluate relevant marketing data coming from the library, the internet, and original empirical studies.
4. Discuss the influences of neurophysiology, learning, memory, cognition, motivation, attitudes, and culture on consumers.
5. Develop strategies for targeting market segments and developing a “marketing buzz”.

Course Schedule and Topics

This course will cover the following topics in eight learning sessions, with one Unit per week. The Final Exam will take place during Week/Unit 9 (UoPeople time).
Week 1: Unit 1 – What is Consumer Behavior?
Week 2: Unit 2 – Secondary Research

Week 3: Unit 3 – Qualitative Research

Week 4: Unit 4 – Quantitative Research

Week 5: Unit 5 – Physiology, Learning and Memory

Week 6: Unit 6 – Motives and Attitudes

Week 7: Unit 7 – Decision Making

Week 8: Unit 8 – Segmentation

Week 9: Unit 9 – Course Review and Final Exam

Learning Guide

The following is an outline of how this course will be conducted, with suggested best practices for students.

Unit 1: What is Consumer Behavior?

● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Make entries to the Learning Journal

Unit 2: Secondary Research

● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Complete and submit the Written Assignment
● Make entries to the Learning Journal

Unit 3: Qualitative Research

● Peer assess Unit 2 Written Assignment
● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Complete and submit the Written Assignment
● Make entries to the Learning Journal
● Take the Graded Quiz

Unit 4: Quantitative Research

● Peer assess Unit 3 Written Assignment
● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Complete and submit the Written Assignment
● Make entries to the Learning Journal

Unit 5: Physiology, Learning and Memory

● Peer assess Unit 4 Written Assignment
● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Complete and submit the Written Assignment
● Make entries to the Learning Journal

Unit 6: Motives and Attitudes

● Peer assess Unit 5 Written Assignment
● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Complete and submit the Written Assignment
● Make entries to the Learning Journal
● Take the Graded Quiz

Unit 7: Decision Making

● Peer assess Unit 6 Written Assignment
● Read the Learning Guide and the Reading Assignment
● Participate in the Discussion Assignment (post, comment, and rate in the Discussion Forum)
● Complete and submit the Written Assignment
● Make entries to the Learning Journal

Unit 8: Segmentation

● Peer assess Unit 7 Written Assignment
● Read the Learning Guide and the Reading Assignment
● Make entries to the Learning Journal
● Read the Unit 9 Learning Guide carefully for instructions on the Final Exam
● Take the Review Quiz

Unit 9: Course Review and Final Exam

● Read the Learning Guide and take the Review Quiz, if you haven’t already done so
● Prepare for, take, and submit the Final Exam
● The Final Exam will take place during Week/Unit 9 (UoPeople time); exact dates, times, and other details will be provided accordingly by your instructor